Banh Mi Takes Center Stage: Ho Chi Minh City’s Global Push for Vietnam’s Iconic Sandwich

Vietnam Bread Festival

Vietnam’s most beloved street food is getting the international recognition it deserves. The Ho Chi Minh City Tourism Association is taking banh mi beyond Vietnam’s borders, with promotional efforts reaching the United States and Australia. This initiative aims to cement banh mi’s place as a globally recognized culinary icon, reflecting the rich heritage of Vietnamese cuisine.

A key highlight of this effort is the third Vietnam Bread Festival, set to take place from March 21 to 24, 2025, at Le Van Tam Park in District 1, Ho Chi Minh City. With the theme "Crispy and Delicious Bread – Rich in Coffee Flavor," this year’s festival will be the largest yet, expanding from 150 to 180 booths and drawing an estimated 150,000 visitors from Vietnam and abroad.

The festival will offer a multisensory experience, blending history, culture, and culinary artistry. Visitors can explore an exhibition tracing the evolution of banh mi, witness live Vietnamese banh mi cooking demonstrations, and participate in an interactive cultural exchange zone. One of the most anticipated moments is the record-setting presentation of 100 seafood-based banh mi dishes, arranged on a boat—a symbolic tribute to banh mi’s global journey.

Beyond the flavors and festivities, the event serves as a platform for international collaboration. A cooperation signing ceremony will bring together key industry players, while souvenir stalls, live music performances, and expert-led seminars will add to the vibrant atmosphere. As of now, 52 units and 81 booths have registered to participate, with more expected to join. Businesses interested in showcasing their products can contact Ms. To Thi Thuy Ha at 0769 648 678 for more details.

The festival has also attracted interest from global partners. A U.S.-based organization has expressed interest in joining, while the Sydney Tourism Association in Australia will bring 18 businesses to explore tourism and attend the festival’s opening ceremony. These international connections pave the way for upcoming banh mi festivals in the U.S. and Australia, reinforcing its reputation as a culinary treasure beyond Vietnam.

According to Kao Sieu Luc, General Director of A Chau (Asia) Confectionery Company, Vietnamese banh mi is already beloved worldwide. The festival offers a prime opportunity to further promote Vietnamese bread chains and businesses, expanding their reach and influence across global markets.

With its golden-crusted baguette, rich fillings, and bold flavors, banh mi is more than just a sandwich—it’s a cultural ambassador for Vietnam. And with Ho Chi Minh City leading the charge, it won’t be long before banh mi becomes a staple on menus worldwide.

Web: https://vietnamtourism.gov.vn/en